316MKT Digital Marketing Portfolio (DMP) - 2021

• This module builds on the knowledge accumulated in previous

modules. Students will complete several individual activities that
feed into a digital marketing portfolio; these activities include
contemporary digital and online marketing/advertising issues.

• Students will be expected to draw upon the knowledge they

have acquired, and the intellectual, technical and analytical
skills they have developed during their course.

316MKT Digital Marketing Portfolio (DMP) - 2021

 • The module also provides an opportunity for students to
develop their interests in a specific area of digital marketing
and to demonstrate their ability to undertake individual
independent project.

• The artefacts developed during this module provide tangible

evidence of student’s capabilities for them to use in job
applications and interviews to demonstrate their digital
marketing knowledge.

316MKT Digital Marketing Portfolio (DMP) - 2021

 1. Collect and critically review relevant academic and
practitioner literature, materials, assets, and artefacts to
inform the development of a digital marketing portfolio.

2. Create and manage a digital portfolio comprising a range of

digital marketing activities and artefacts.
(Example: Website design and development, content management, integration
of several social media platforms, outline strategic digital marketing plan,
digital marketing artefacts)

3. Critically assess the portfolio of digital marketing activities

and artefacts.

316MKT Digital Marketing Portfolio (DMP) - 2021

 • UG Projects are founded on the principle of independent
learning and creativity. It is therefore your responsibility to
choose a topic, conduct the reading, develop and evaluate
your plans, create your portfolio, and manage your time
appropriately.

• This is challenging compared to previous coursework but will

be of great value in developing new skills which will stand
you in good stead in your future employment. It will also
provide you with a specialist topic and tangible outputs. Which
are particularly useful to showcase your skills and talents
in job interviews.

316MKT Digital Marketing Portfolio (DMP) - 2021

 Lecture 1 Module Introduction Lecture 5 Content Creation & Artefacts

Lecture 2 SOSTAC Framework Part 1 Tutorial 4 Artefacts Planning Exercise

Tutorial 1 Topic Selection & Research Lecture 6 IMC Integrated Approach

Lecture 3 SOSTAC Framework Part 2 Tutorial 5 Artefacts Review Exercise

Tutorial 2 SOSTAC Framework Exercise Lecture 7 Marketing Synergy & Performance

Lecture 4 Digital Marketing Strategies Tutorial 6 Free Consultation

Tutorial 3 RACE Framework Exercise Lecture 8 End of Module Review

316MKT Digital Marketing Portfolio (DMP) - 2021

 Tutorial 1 – 11 August Tutorial 4 – 10 September
Topic Selection & Research Artefacts Planning Exercise

Tutorial 2 – 20 August Tutorial 5 – 24 September

SOSTAC Framework Exercise Artefacts Review Exercise

Tutorial 3 – 31 August Tutorial 6 – 5 October

RACE Framework Exercise Free Consultation*

316MKT Digital Marketing Portfolio (DMP) - 2021

 Title CW1 Final Report

Coursework Individual

Weightage 100%

Word Limit 5,000 words

Due Date 25th October 2021, 2359 hours

316MKT Digital Marketing Portfolio (DMP) - 2021

 • Introduction & Premise
Introduce your selected industry and company. Explain the rationale and
overall objectives for your marketing campaign.

• Literature Review (SOSTAC Framework)

Critically review relevant academic and practitioner literature, materials,
assets and artefacts to inform the development of a digital marketing portfolio.

• Marketing Plan (RACE Framework)

From your contextual and research findings, create an appropriate digital
marketing plan to achieve the strategic objectives for your selected company.

316MKT Digital Marketing Portfolio (DMP) - 2021

 1. Choice of Industry & Company
Students are encouraged to choose an industry and a company of their preference.
Think about what type of company you want to join after graduating?

2. Choice of Marketing Objectives

What does the company intend to promote? Product or Service?
Existing or New? Sales, Sign-ups, Events or Engagement? This assignment is
designed to allow for maximum flexibility and freedom for students to take on
different challenges.

3. Choice of Campaign Strategies

Based on the above 2 choices which would define your working premise and also
certain constraints, students must critically select appropriate and innovative
strategies to achieve their intended objectives and results.

316MKT Digital Marketing Portfolio (DMP) - 2021

Automotive Sports & Healthcare Fashion Cosmetics
Fitness & Wellness & Skincare

Technology Gaming Food Financial Ecommerce

Services Services

316MKT Digital Marketing Portfolio (DMP) - 2021

 Multi-National Small-to-Medium Start-up
Company (MNC) Enterprises

316MKT Digital Marketing Portfolio (DMP) - 2021

 • Something that will Sustain Your Interest (3 months)

• Choose a context and marketing practice you can relate to... Enjoy...

• Much marketing is experienced by you and friends

• Think about past modules (but you must do new work!)

• Make sure that you have the Right Resources

• Can you gain access to relevant information/people?

• Will secondary data be available to you?

• Consider your ultimate Career Goals – relevant?

316MKT Digital Marketing Portfolio (DMP) - 2021

• You should lock in your choices by the
end of Week 3 (Tutorial 1)
• During tutorial we will be completing an exercise on this and
also there will be a shared google sheet to update everyone’s
topics to prevent overlaps.

• Each of our subsequent lectures and tutorials will build upon

and compound your understanding and planning in your
selected context.

• Of course that said, should the circumstance arise, students

are allowed to change topics. They must inform their module
leaders accordingly.

316MKT Digital Marketing Portfolio (DMP) - 2021

 Artefact Set 1 Artefact Set 2 Artefact Set 3

Students to create and develop a minimum of 3 artefact sets.

Each of these sets must be clearly distinct from each other and have
its own specific objectives. Be mindful to keep overlaps to a minimum.

We are also keen to see how you plan and position these sets such that
they synergise together overall to achieve holistic campaign success.
316MKT Digital Marketing Portfolio (DMP) - 2021
 Artefact Set 1 – Teaser & Sneak Previews

Artefact Set 2 – Early Bird Pre-Order

Artefact Set 3 – Official Product Launch

Each set may be segregated either by selected channels or target audience

groups (to be discussed and finalised during the tutorial sessions).

316MKT Digital Marketing Portfolio (DMP) - 2021

 Artefact Set 1 – November Sales Offers

Artefact Set 2 – December Sales Offers

Artefact Set 3 – 12 Days Countdown Daily Event

Each set may be segregated either by selected channels or target audience

groups (to be discussed and finalised during the tutorial sessions).

316MKT Digital Marketing Portfolio (DMP) - 2021

 Artefact Set 1 – Millennials (Instagram, TikTok)

Artefact Set 2 – Middle Aged (Facebook, YouTube)

Artefact Set 3 – Seniors (WhatsApp, Website)

Each set may be segregated either by selected channels or target audience

groups (to be discussed and finalised during the tutorial sessions).

316MKT Digital Marketing Portfolio (DMP) - 2021

 Artefact Set 1 – Teenage Girls (13 – 19 years old)

Artefact Set 2 – Young Women (20 – 35 years old)

Artefact Set 3 – Middle Aged Women (36 – 55 years old)

Each set may be segregated either by selected channels or target audience

groups (to be discussed and finalised during the tutorial sessions).

316MKT Digital Marketing Portfolio (DMP) - 2021

 • Overall Justification for Integrated Approach
Introduce your selected industry and company. Explain the rationale and
overall objectives for your marketing campaign.

• Evaluating Campaign Effectiveness

Critically review relevant academic and practitioner literature, materials,
assets and artefacts to inform the development of a digital marketing
portfolio.

316MKT Digital Marketing Portfolio (DMP) - 2021

• All students will be required to use the CU
approved APA Style of referencing for
both in-text citations and referencing.

• Please refer to the PDF file in your

Blackboard under the folder
“Individual Coursework”

• Coventry University APA Referencing

Quick Guide (7th Edition – April 2021)

https://libguides.coventry.ac.uk/ld.php?content_id=33184133

316MKT Digital Marketing Portfolio (DMP) - 2021

 • Be clear on what constitutes plagiarism or copying and learn
how to reference correctly to avoid inadvertent errors

• You must not copy in any work from outside the module
(not even your own, i.e. self-plagiarism)

• The university is very strict when it comes to plagiarism

and any student found in breach could have their module
marks deducted (minor) or even fail (major)

• All CW must be submitted via Turnitin on Blackboard otherwise

it will not be marked

316MKT Digital Marketing Portfolio (DMP) - 2021

 • Please refer to the PDF file in your
Blackboard under the folder
“Individual Coursework”

• 316MKT DMP – Assignment Brief

• 316MKT DMP – Recommended

Essay Structure

316MKT Digital Marketing Portfolio (DMP) - 2021

 • Please refer to the PDF file in
your Blackboard under the
folder “Tutorial Materials”

• 7 Steps to Digital Marketing

Strategy

• Digital Marketing Strategy

Planning Template
(SOSTAC & RACE)

316MKT Digital Marketing Portfolio (DMP) - 2021

 • The clock is ticking away ladies and gentlemen…

• We strongly encourage you start planning

for your portfolio report as soon as possible!

• Do not hesitate to contact me for clarifications

or questions about your coursework 

• You can either email me or message me

via Blackboard.

316MKT Digital Marketing Portfolio (DMP) - 2021

 • We will be looking into the SOSTAC Framework

• How to begin your research and literature review of

your selected industry and company context?

• What is required for each component of SOSTAC?

• To have level of detail should our research be at?

316MKT Digital Marketing Portfolio (DMP) - 2021

316MKT Digital Marketing Portfolio (DMP) - 2021